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You need only watch an episode of “Mad Men” (or, ask your grandparents) to recognize that business etiquette has evolved dramatically--and it continues to do so. Gone are the all-male hierarchies of old and classic business correspondence in interoffice mail envelopes. Business etiquette has had to adapt.

Gender

Women are not new to business, but women in positions of authority is. Much of modern business etiquette is aimed at taking women’s sexuality off the table. Thus, they are addressed as “Ms” unless they choose to be addressed as “Mrs” or "Miss." Business etiquette books advise women to dress conservatively. Author and etiquette consultant Anne Marie Sabath equates short skirts with men’s short pants, and advises against either in the workplace.

Multiculturalism

While only a few companies were truly global 30 years ago, most companies today are global, and within their four walls. Author and corporate etiquette consultant M. Kay DuPont, in her book “Business Etiquette and Professionalism,” laments that “each interaction must be tailored to the person you’re dealing with at the moment.” So someone of Italian origin may wish to be called “Dottore,” someone of Arab origin may routinely run late for meetings, and someone of Danish origin may wish to keep personal details about family to himself.

Email

Email is “abused and widely misused,” wrote etiquette consultant Judith Bowman in “Don’t Take the Last Donut: New Rules of Business Etiquette.” Email is fast and efficient, but Bowman advises asking a client or customer “How do you prefer to correspond? By telephone or email?” Someone with a constantly full inbox may opt for a phone call. The point is to tailor your habits to the other person’s comfort. Bowman also advises against using email to pass along jokes, and for sensitive topics (like firings), which are best suited to in-person meetings and formal business correspondence.

Company Culture

Etiquette in any company is defined by the corporate culture. “Casual Friday” dates to the 1980s, but some companies (like Apple and salesforce.com) opt for casual attire on any day. Companies like this foster informality, and an Apple employee refers to its chief executive as “Steve” rather than “Mr. Jobs” or “Sir.” It is up to the company to create its own culture, which defines the rules of etiquette within the company. Young workers must not arrive at IBM dressed for a day at work at Apple.

Training

When it comes to etiquette the individual must adapt to someone else or to his surroundings and the rules of etiquette for a given environment must be learned, especially if the company conducts business outside the United States. This gives rise to successful corporate consultants in etiquette. The International Society of Protocol and Etiquette Professionals offers certification in etiquette training, and a “Find a Professional” directory of local consultants.

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About the Author

Dan Antony began his career in the sciences (biotech and materials science) before moving on to business and technology, including a stint as the international marketing manager of an ERP provider. His writing experience includes books on project management, engineering and construction, and the "Internet of Things."